Community Relations

Abstract

The purpose of this entry is initially to provide a philosophical and theoretical background against which the practice of community relations can be set. The discussion sees community relations as a values‐driven function that builds legitimacy in the public sphere through context regulation based on reflection. The role of community relations is considered to be to influence the values and behavior of the company and all its agents, as well as to constantly question and test community values and behavior to build stronger communities. Next, a six‐step process for the practice of community relations is proposed to achieve the dual role identified in the first part of the discussion. Finally a short list of characteristics and skills is proposed for the twenty‐first century community relations practitioner.